REDWOOD SHORES, Calif. — Given their comfort with social media channels, more consumer goods companies will experiment with a direct-to-consumer selling model, finds new research from the Economist Intelligence Unit.
More than 200 consumer goods executives from across industries were surveyed for the study that was commissioned by Oracle Consumer Goods. Findings indicate that companies using the direct-to-consumer model will grow from 24% to 41% over the next 12 months.
During this timeframe they plan to leverage social media for product promotion (74%), capturing consumer feedback (63%) and customer service (62%). Despite the growing social and mobile marketing trend, respondents and other consumer goods executives see their e-commerce efforts as complementary to, rather than competing with, existing retail channels.